Neural Networks and Rules-based Systems used to Find Rational and Scientific Correlations between being Here and Now with Afterlife Conditions
Neural Networks and Rules-based Systems used to Find Rational and
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Mobile advertising gives companies an opportunity to directly communicate with their consumers beyond the boundaries of time and space. Although mobile advertising is emerging as a promising advertising channel, its effectiveness is still uncertain and requires more investigation. This paper recruited 247 young mobile users in Bahrain and analyzed their reactions to and perceptions of SMS advertising. The study found that these young consumers’ attitudes towards SMS advertising were determined by five SMS attributes: entertainment value, informativeness, credibility, personali-zation, and irritation level. The study also found that attitude plays a significant role in determining consumers’ future buying behavior, in terms of their intention to use SMS advertising as well as their word-of-mouth (WOM) response to it.
Mohammed Almossawi. 2014. \u201cEffectiveness of SMS Advertising (A Study of Young Customers in Bahrain)\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E4): .
Crossref Journal DOI 10.17406/GJMBR
Print ISSN 0975-5853
e-ISSN 2249-4588
The methods for personal identification and authentication are no exception.
The methods for personal identification and authentication are no exception.
Total Score: 121
Country: Bahrain
Subject: Global Journal of Management and Business Research - E: Marketing
Authors: Mohammed Almossawi (PhD/Dr. count: 0)
View Count (all-time): 72
Total Views (Real + Logic): 4494
Total Downloads (simulated): 2429
Publish Date: 2014 09, Wed
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Neural Networks and Rules-based Systems used to Find Rational and
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Mobile advertising gives companies an opportunity to directly communicate with their consumers beyond the boundaries of time and space. Although mobile advertising is emerging as a promising advertising channel, its effectiveness is still uncertain and requires more investigation. This paper recruited 247 young mobile users in Bahrain and analyzed their reactions to and perceptions of SMS advertising. The study found that these young consumers’ attitudes towards SMS advertising were determined by five SMS attributes: entertainment value, informativeness, credibility, personali-zation, and irritation level. The study also found that attitude plays a significant role in determining consumers’ future buying behavior, in terms of their intention to use SMS advertising as well as their word-of-mouth (WOM) response to it.
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